interreg ipa cbc programme bulgaria-turkey ......1.3 - priority axes of the 2014 – 2020 programme...

Interreg IPA CBC Programme Bulgaria-Turkey

COMMUNICATION STRATEGY

Communication Strategy for Interreg IPA CBC Programme Bulgaria-Turkey

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CONTENTS

I. CONTEXT ................................................................................................................... 4

1.1 - Introduction ............................................................................................................... 4

1.2 - Lessons learned from 2007-2013 Programming Period ............................................................. 4

1.3 - Priority axes of the Programme ....................................................................................... 7

II. STRATEGY .................................................................................................................. 8

2.1 - Purpose and objectives .................................................................................................. 8

2.2 - Target audience ......................................................................................................... 10

2.3 – Communication themes and Key messages ........................................................................ 12

III. OPERATIONAL PLAN ..................................................................................................... 13

3.1- General principles ....................................................................................................... 13

3.2- Action Plan ............................................................................ Error! Bookmark not defined.

3.3- Budget ..................................................................................................................... 30

3.4 – Implementation, Monitoring and evaluation ...................................................................... 30


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List of abbreviations

BG Bulgaria

CoS Communication Strategy

CBC Cross-border Cooperation

DG REGIO Directorate General for Regional and Urban Policy (EC)

EC European Commission

INTERREG European Territorial Cooperation (ETC)

EU European Union

Funds Structural Funds and Cohesion Fund

IPA Instrument for Pre – Accession Assistance

JMC Joint Monitoring Committee

JS Joint Secretariat (including main office in Haskovo and branch office

in Edirne)

MA Managing Authority

MRDPW Ministry of Regional Development and Public Works (MA)

MEU Ministry for European Union Affairs (NA)

NA National Authority

TR Turkey


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I. CONTEXT

1.1 - Introduction

In recent years, the significance of information and communication has become

widely recognized by all the actors managing European funded programmes. There

is increased consciousness of the need to stimulate awareness of the general public

about the impact of the European policies at national level.

Good communication is also crucial for the technical assistance and programme

implementation. It is vital to work with stakeholders, applicants, beneficiaries,

general public and mass media in order to raise awareness for the programme and

the development opportunities it brings.

Thus, the communication strategy will focus on increasing the awareness about the

IPA CBC Bulgaria - Turkey Programme for 2014-2020, its priorities and financing

opportunities, on creating communication tools to assist the beneficiaries, as well

as promoting the programme results.

The strategy will outline the general and specific objectives of the communication

measures, the key target groups, the key messages to be conveyed and the

strategic approach, together with the roles and responsibilities for the information

and publicity activities, the evaluation criteria, indicators and measures, the

financial overview, the timeframe and the necessary administrative support.

1.2 - Brief Overview of 2007-2013 Programming Period

The focus of the information and publicity strategy in 2007 – 2013 has been centred

on increasing the awareness and promoting the positive work of the Programme.

For the purposes of implementation of the information and publicity strategy, a

detailed Communication Plan was elaborated and approved simultaneously with

programme approval. The aim of the Communication Plan was to ensure broad

dissemination of the information about the programme, to guarantee the

transparency of the programme’s implementation and to increase the awareness of

the local stakeholders about the programme’s possibilities.


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The Communication plan for the previous programming period was structured in

three major priorities: website, promotional materials and events. Events consisted

of information seminars, active training and publicity campaign. During the period

under review most of the communication activities were carried out, as planned

and the relevant targets were reached.

This section gives a very brief overview of the information and publicity measures

used by the Programme in 2007 – 2013 period. Detailed overview of such activities

and materials can be found in programme annual reports. All the indicator values

set for this period for programme information and publicity activities were over-

achieved.

Programme Website

The Programme website www.ipacbc-bgtr.eu was published in the end of August

2009 and it was the most useful and economic tool for promoting the Programme

and disseminate information to the beneficiaries (active and potential) and the

public in general. The website includes comprehensive information on the

Programme and its Priority axes, accompanied by all documents concerning

Programme implementation. The website has been regularly updated with relevant

information on the Programme (events, news, documentation etc.). The website

also includes a tool for partners search with project partner database, thereby

facilitating the integration among actors and promoting joint activities and ideas.

The website was improved with new functions added over the previous years.

http://www.ipacbc-bgtr.eu/


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During the whole 2007 – 2013 period, the website was one of the main publicity

tools used to promote the Programme and disseminate the relevant information.

The monthly picture of visits (to the website) shows that between 2011 and 2013

the interest in the programme website was highest in terms of number of unique

visitors. This is particularly due to the opened calls for proposals in this period.

Both potential applicants and beneficiaries of the projects primarily used the

website to access the information they needed.

Events

Various events were held during the 2007 – 2013 programming period. These events

can be classified into 3 categories:

Information seminars

Info Days, partnership forums and trainings on project preparations were held for

potential applicants when the calls for proposals were launched, on both sides of

the border. During these informative events the aim was to increase awareness

about the programme and its specific rules and increase the project development

capacity of organisations interested in the Programme.

Active training

Trainings were organised by the JTS, MA and NA in the programme area for the

representatives of organisations whose projects have been financed under the

Programme. During the trainings beneficiaries and their partners were informed on

the topics such as procurement rules, reporting, financial management,

verification of expenditure, irregularities, communication rules and other issues

related to implementation of the projects.

Besides increasing the capacity of project beneficiaries, staff involved in

implementation of the programme also attended trainings/technical meetings in

order to increase the capacity for implementation of the programme.

Publicity campaign

Programme as well as project activities were promoted to local/regional/national

media via press releases during the past period. Various projects were promoted

via different media coverage.


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European Cooperation Day activities

The European Cooperation Day initiative was started by the INTERACT II Programme

in 2011. The goal of the campaign was to highlight the role of cooperation across

borders in the European Union and with its neighbours. Local events were organised

also by Bulgaria - Turkey IPA CBC Programme to celebrate the ECD in 2012, 2013

and 2014 in both, Bulgaria and Turkey.

Promotional Materials

A variety of promotional materials ranging from small give-aways to informative

leaflets, from programme banners to functional stationary were printed to promote

the programme in an effective way.

2 Brochures were printed within the Programme during the previous programming

period. The brochures contained brief information and visuals about the

programme and the projects under implementation.

1.3 - Priority axes of the 2014 – 2020 Programme

The actions planned within the Communication Strategy for the Bulgaria – Turkey

IPA CBC Programme will aim to fulfil the programme priorities, as presented below:

Priority Axis 1: Environment

Specific objective 1.1: Preventing and mitigating the consequences of natural and

man-made disasters in the cross-border area;

Specific objective 1.2: Improving the capacity for nature protection, sustainable

use and management of common natural resources through cooperation initiatives

in the cross-border area.

Priority axis 2: Sustainable tourism

Specific objective 2.1: Increasing the touristic attractiveness of the cross-border

area through better utilisation of natural, cultural and historical heritage and

related infrastructure;


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Specific objective 2.2: Increasing the cross-border tourism potential by

developing common destinations;

Specific objective 2.3: Increasing networking for development of sustainable

tourism through cross-border cooperation initiatives.

Priority axis 3: Technical Assistance

II. STRATEGY

2.1 - Purpose and objectives

Purpose

The Communication Strategy is channelled on two main directions: awareness-

raising and absorption capacity. Therefore, the purpose of the Communication

Strategy can be defined as follows:

To highlight the role of the EU and to ensure that assistance from the Funds is

transparent by proactively disseminating information and providing platforms

that stimulate exchanges of experience in order to raise the awareness with the

general public;

To create the premises for a high absorption capacity in the eligible area of

Bulgaria – Turkey IPA CBC Programme of the IPA funds by ensuring that all

relevant information reaches the beneficiaries.

Objectives

In order to achieve its purpose, the strategy sets out the following objectives:

General objectives:

To support the successful implementation of the programme by ensuring an

effective communication system (measures, channels, targeted messages to all

identified stakeholders);

To increase public awareness concerning the programme aims, priorities,

financial support provided, estimated economic and social impact on regional

development;


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To increase the knowledge of the potential beneficiaries on the financing

opportunities offered by the programme, eligibility criteria and selection

mechanism for the applications submitted;

To ensure transparency in the use of the Funds and thus increase the level of

trust of the general public in the institutions managing the Bulgaria – Turkey IPA

CBC Programme;

To increase the visibility of the Bulgaria – Turkey IPA CBC Programme and of

the MA, NA and JS, at national and regional level;

Specific objectives:

To ensure the good use of the IPA funds, by conveying information on the

domains financed and the financing conditions to all target groups;

To clearly explain all the requirements, eligibility conditions and procedures

that potential beneficiaries need to follow in order to obtain financing;

To inform and train the implementing bodies;

To ensure the visibility of the programme, at local and national level:

o create the visual identity of the Programme and make sure all

information and publicity activities of the direct beneficiaries comply

to the Visual Identity Manual;

o identify and disseminate success projects and good practices

examples;

To develop and maintain effective press relations, in order to ensure the

dissemination of the programme requirements, estimated impact and

transparency;

To develop cooperation and partnership relations with the implementing

authorities and all relevant institutions, at national and European level, in order

to realise the objectives included in the strategy;

To ensure the visibility of the MA as the managing body of the Programme and

the NA as the counterpart for the Managing Authority with the coordination role

on the territory of Republic of Turkey;


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To ensure that all potential beneficiaries know and include the horizontal

dimensions in the projects submitted for financing: partnership and multi-level

governance, sustainable development, promoting equality between men and

women and non-discrimination, accessibility, addressing demographic changes,

climate change mitigation and adaptation;

To report to the general public, and annually to the Joint Monitoring

Committee and to the European Commission;

To ensure exchange of knowledge and good practices in communication.

2.2 - Target groups

Communication activities primarily should be directed to:

a) potential applicants to ensure that they are properly and in time informed

about the opportunities of funding, about calls for proposals and simultaneously

to make sure that they understand the administrative process and

implementation mechanism;

b) beneficiaries to ensure that all the relevant and necessary information in the

implementation process is known.

Information about the programme and the projects results will also be provided to

institutions involved in policy-making in fields related to priorities of the

programme, stakeholders.

The eligible cross-border co-operation area covers a territory of about 29 000 km²

with total population of about 1,5 million inhabitants. Common Bulgarian – Turkish

border stretches along 288 km and has 3 operating border crossing points.

The cross-border area includes the districts of Burgas, Yambol and Haskovo in

Republic of Bulgaria and provinces of Edirne and Kırklareli in Republic of Turkey.

Eligible NUTS III:

For Republic of Bulgaria:

- District of Burgas: 13 municipalities – Aitos, Burgas, Kameno, Karnobat,

Malko Tarnovo, Nesebar, Pomorie, Primorsko, Ruen, Sozopol, Sredets,

Sungurlare, Tsarevo;


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- District of Yambol: 5 municipalities – Bolyarovo, Elhovo, Straldzha,

Toundzha, Yambol;

- District of Haskovo: 11 municipalities – Dimitrovgrad, Harmanli, Haskovo,

Ivaylovgrad, Lyubimets, Madzharovo, Mineralni bani, Simeonovgrad,

Stambolovo, Svilengrad, Topolovgrad.

For Republic of Turkey:

- Province of Edirne: 9 districts - Edirne, Enez, Havsa, İpsala, Keşan, Lalapaşa,

Meriç, Süloğlu, Uzunköprü;

- Province of Kırklareli: 8 districts – Babaeski, Demirköy, Kırklareli, Kofçaz,

Lüleburgaz, Pehlivanköy, Pınarhisar, Vize.

The target groups of the Communication Strategy are as follows:

o Potential beneficiaries: public authorities and institutions, NGOs, public

sector and community institutions and organizations, etc. throughout the

Programme area that are eligible under the Programme;

o Beneficiaries: public authorities and institutions, NGOs, public sector and

community institutions and organizations, etc. throughout the Programme area

that have contracted projects as partners;

o Other stakeholders - governmental/ non-governmental actors:

decentralized bodies in Bulgaria and Turkey relevant to the bordering regions,

national, regional and local authorities and administrations, municipalities, county

councils, district administrations, NGOs active at border level, trade associations of

the border regions, women and youth organizations, cross-border associations,

cultural, research and scientific organizations, organizations representing economic

and social interests, stakeholders of mainstream programmes;

o National/ regional/local media from both countries;

o General public (citizens);

o Internal public: the staff of the management bodies of the programme

(Managing Authority, Joint Secretariat, National Authority, Audit Authority, First

Level Control Unit), the members and observers of the Joint Monitoring Committee

and the support services, European Union’s institutions and bodies.


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Support groups (communication partners – according to Regulation

1303/2013)

2.3 – Communication themes and Key messages

The communication themes have been established following each target group:

• Potential beneficiaries: funding opportunities available through the Programme

in both countries, information on completing and submitting the applications,

criteria for evaluation and selection of projects, project preparation, financial

allocation, horizontal dimensions;

• Beneficiaries: the next steps in the implementation of a project, the rights and

obligations of the beneficiaries, compliance to information and publicity

requirements in accordance with the Visual Identity Manual of the Programme,

horizontal dimensions;

• Other stakeholders - governmental/non-governmental actors: funding

opportunities available through the Programme in both countries, criteria for

evaluation and selection of projects, financial allocation, financed and successful

projects, potential and real impact of the funding allocated to the eligible area of

the Programme;

• National/ regional/local media from both countries: the potential and real

impact of the funding allocated to the eligible areas of the Programme - economic

and social development, reducing disparities in development compared to other

regions, the transparency of the allocation of funds, evaluation and selection

criteria, the results of projects implementation, success stories, the horizontal

dimensions, impact to the people as final beneficiaries of the activities financed

from the Programme;

• General public: territorial and cross-border cooperation in the context of

regional development policy, the role of the European Union and the impact of the

financial support offered through the programme, the eligible area and priorities,

transparency in the allocation of the funds, the economic impact of the projects

and the role of the programme in job creation, the horizontal dimensions of the

programme;


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• Internal public: European Union’s institutions and bodies, changes in the

programme (budget, procedures etc.), changes in the MA and the European

institutions (personnel, configuration etc.);

3 Key messages:

I. The European Union and the governments of Bulgaria and Turkey support the

development of cross-border areas in order to reduce disparities in these areas and

to promote good relations between the EU members and future members

(candidates). The areas eligible for the Programme will benefit from opportunities

for development.

II. The Programme is an important factor for economic and social development of

both countries.

III. The Programme is managed in a sound, efficient and transparent way.

III. OPERATIONAL PLAN

3.1- General principles

Flexibility

The programme potential applicants/beneficiaries and addressees belong to

different typologies and are quite heterogeneous; therefore, a wide variety of

means of communication and communication channels will be used in order to

inform a public as large as possible.

Synergy with other programmes

The information and communication activities will be carried out, whenever

possible, in synergy and collaboration with other programmes and initiatives

concerning the same geographic area and same (IPA) funds, in order to amplify

their effects and foster a united image of interventions.

Important elements

The elements of the highest importance, which have been taken into consideration

for the programming and implementation of the strategic communication

measures, are:


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1. The use of the key messages tailored to draw attention so that target audience

will remember them.

2. The use of various communication channels, adapted to the needs of each

target group as indicated below.

3. The use of the communication tools developed by MA and NA in synergy with

the communication measures included in this Strategy, to convey information to

a larger audience beside the target groups of the Programme.

4. The constant repetition of messages over a sustained period of time,

maintaining the interest of the target group.

5. The development of key messages, in order to inform and motivate potential

beneficiaries to take action.

6. The permanent monitoring and the periodic evaluation of the information and

publicity measures.

Steps shall be taken, at the time of the launch of the Programme and of the main

phases of implementation, to alert the regional and local media as appropriate;

this will include press conferences, press releases, articles, supplements in the

most suitable newspapers and site visits. Other means of information and

communication will also be used such as the programme website, publications

describing successful projects and project competitions to identify best practice,

workshops, launching/closing event.

The cross cutting themes (equal opportunities – for women and disadvantaged,

disabled, ethnic or minority groups, sustainable development, climate change,

partnership) have a defining role in developing and implementing the CoS. In all

communication and information activities, the following principles must be taken

into consideration:

1. Partnership and multi-level governance: conceiving and carrying out actions

between different levels of governance, in accordance with the principles of

subsidiarity and proportionality, including by means of operational and institutional

cooperation;


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2. Sustainable development: ensuring that the chosen information and

communication measures are the most resource-efficient and sustainable options;

avoiding measures and tools that may have a significant negative environmental or

climate impact; increasing the use of green public procurement:

The communication strategy will encourage the use of electronic services for

the delivery of the information and promotional materials to increase access to

information and reduce printing costs;

Publications will be printed preferably on recycled paper, and the promotional

materials will be made by promoting usage of a reduced plastic packaging

wrapping.

3. Promoting equality between men and women and non-discrimination: prevent

any discrimination during the preparation, implementation, monitoring and

evaluation of the communication strategy - also by carrying out gender analyses

and specific targeted actions;

Materials produced will observe the sound equal opportunities rules by taking into

consideration the needs of people with disabilities.

4. Accessibility: ensuring equal access to the information and communication

measures and tools to all citizens, including persons with special needs and aging

persons. The website shall be developed as to be accessible to people with

disabilities.

5. Climate change mitigation and adaptation: ensuring that information and

communication measures are resilient to the impact of climate change and natural

disasters such as increased risks of flooding, droughts, heat waves, forest fires and

extreme weather events.

3.2- Action Plan

MATRIX: Target groups/ Communication channels/Info and publicity measures

OVERVIEW: TARGET GROUPS/ COMMUNICATION AND PUBLICITY MEASURES

Communication and Publicity

Measures / Tools

TARGET GROUPS

Potential

Beneficiaries Beneficiaries Stakeholders

Internal

Public Media

General

public

1. Programme web site

2. Social Media

3. Brochure

4. Flyer

5. Project Fact Sheets

6. Electronic Newsletters

7. Events within Calls (per each call)

8. Activities for potential beneficiaries

9. Trainings for Programme Bodies


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10. Local Events for ECD

11. Exhibitions/Fairs

12. Conference(s)

13. Photograph/Video Elaboration

14. Video/Animation Creation

15. Photo Slide Shows

16. Press Releases

17. Press Statements

18. Visibility on Media

19. Promotional Materials

20. Helpdesk

21. Other Management Activities

22. Management Information System


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ACTION PLAN: COMMUNICATION AND PUBLICITY MEASURES / TOOLS

No Action related to each measure / tool Responsible

body

Online Tools

1 Programme web site

The new web site should retain the basic main structure as the one from the previous programming period in

order to help the numerous present and past beneficiaries to find the required information. Thus, the most

important sections such as “Calls for proposals”, “Project implementation documents” and “Project partner

database” will be located on the same place as on the previous Programme web site.

The Programme web site will include (but not be limited to):

General information about the Programme: regulations, institutional framework, official documents,

Programme management institutions;

Timely information about the Calls for project proposals and all the relevant documents: Guidelines for

applicants, Application form, Supporting documents, etc.;

Partner search database with filters for Calls, regions, Priority axes and type of organisations;

A projects database with at least: project title, partners, project budget;

Information on the activity of the Joint Monitoring Committee and other relevant committees as soon as

they become available to the public;

Information for mass media – press releases, announcements, news, events, awareness campaigns, photo

MA, NA, JS


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and video gallery, contact person;

Information about the relevant Programme/projects tender procedures;

Links to other relevant institutional and partnering organizations’ web sites, and Programme social

media pages;

A section/button for Irregularity signals;

Contacts of the MA, NA, and JS representatives;

Link to Beneficiaries’ portal, which will allow the beneficiaries to upload the documents such as the

Project Progress Report in electronic format for the Joint Secretariat project management experts to

review, comment on, and, when appropriate, approve. Other communication and reporting processes

might also be included in the beneficiaries’ portal, in order to maximise the efficiency of

Programme/project implementation, and, at the same time minimize the use of paper and the

environmental footprint of the Programme.

Contents related to dissemination of good Programme results.

2 Social Media pages

Social Media (SM) accounts will be created and social media will actively and constantly used to promote the

Programme. For the beginning Twitter, Face book and YouTube channels will be launched. Depending on the

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trends and Programme communication needs other channels may also be launched during the implementation

period 2014-2020.

SM process will start with elaboration of a concept which will outline the general principles in launching and

management of the accounts.

Publications/ Info Tools

3 Brochure

Programme Brochures containing information and visuals for each project (per page) will be published. The

brochure will primarily focus on providing information about the projects under implementation and

achievements. There will also be other general information on the progress of the Programme. For every Call

launched there will be a brochure with the projects from that specific call. The brochures will be prepared

when contents as well as satisfactory number of visuals will be available from the projects under the Calls.

(E.g. First Call Brochure will be prepared when all projects under the First Call for Proposals have elaborated

photos from their project activities)

Brochures will be distributed at the major Programme events and will be sent to the relevant organisations that

will be decided by the Programme bodies during publication process.

JS, MA, NA

4 Flyer JS, MA, NA


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“Call promotion flyers” in 3 languages (English, Bulgarian and Turkish) will be prepared before the launch of

each call. These flyers will contain the brief, basic, most necessary information for potential beneficiaries and

partners. The flyer will have the same design for all 3 language versions. English and Turkish flyer versions will

be distributed in eligible areas in Turkey while English and Bulgarian versions will be distributed in eligible

areas in Bulgaria. The flyers will also be a main hand-out during the events targeting potential project

applicants after the call launched.

An electronic version of the flyer will be available with the links to application documents on the website.

5 Project Fact Sheets

Fact sheets will be elaborated for the projects funded under the Programme. The fact sheets will include

general presentation of the project, facts, objectives, main activities, partnership, map of regions of

implementation, contact details and visuals delivered by the beneficiaries (mainly photographs from project

activities and other visuals).

Fact sheets will be available online on the programme website.

Fact sheets will constitute the basis for the publications/materials concerning the projects under

implementation. They will be available online and will be printed when deemed necessary.

JS

6 Electronic Newsletters

Twice a year, the JS in collaboration with the MA and NA will publish in electronic format on the Programme

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website a newsletter presenting the status of the Programme, results achieved in implementation as well as

forecasted activities and other topics relevant to the Interreg IPA CBC Programme Bulgaria-Turkey. The

newsletter will be in English. The newsletter will also be delivered to the e-mail addresses registered on the

database.

Events

7 Activities for potential beneficiaries

• Info Days for the potential beneficiaries: JS will organise the promotion activities. The purpose of such

events is dissemination of information concerning the Programme content, priorities and requirements,

as well as for explanation of the procedures for submission of proposals, evaluation of proposals and any

other useful information for the general public and potential applicants.

• Partnership Forums: One partnership forum per each call will be organised bringing together potential

applicant/partner organisations. Forums will include sessions to make sure participating organisations

get to know each other.

• Workshops/Training of applicants/partners will be organised for project preparation in order to receive

high quality project proposals and avoid as many mistakes as possible by applicants.

MA, NA, JS

8 Training for Beneficiaries JS, NA, MA


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Training seminars will be organised for the beneficiaries of the awarded/contracted projects, to increase their

capacity in dealing with procurement rules, reporting, financial management, verification of expenditure,

irregularities, communication rules and other issues related to implementation of the projects.

9 Trainings and Technical Meetings for Programme Management Bodies

Seminars and technical meetings with the MA, JS, NA and, if needed – with audit/certifying authorities shall be

organised to increase their capacity to implement the Programme and to provide correct, consistent

information to potential applicants and partners.

In addition the staff from the Programme bodies shall be able to attend specific events (network meetings,

trainings, workshops, other) organised by other institutions on different themes relevant for the

implementation of the programme. Depending on the need and availability of resources, language courses of

basic Bulgarian for the NA staff and basic Turkish for the MA staff may be organised.

MA, NA, JS

10 Local Events for European Cooperation Day

The European Cooperation Day initiative was started by the INTERACT II Programme in 2012. The goal of the

campaign was to highlight the role of cooperation across borders in the European Union and with its

neighbours. Local event(s) shall be planned and organised by the Programme. The type, venue(s), time,

duration and methodology of the event(s) shall be proposed by JS/MA/NA and execution shall be performed

jointly.

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Beneficiaries should be also encouraged to take part in the EC Day celebrations.

11 Exhibitions / Fairs (Programme participation)

Programme should be represented at the relevant exhibitions and fairs, displaying Programme/project results.

Programme visibility props should be displayed and information materials/gifts distributed as deemed

appropriate.

MA, NA, JS

12 Conference(s)

Conferences by the Programme and/or with involvement of the Programme shall be organised when deemed

necessary.

MA, NA, JS

Multimedia Tools

13 Photograph/Video Elaboration

Photographs and videos from Programme events as well as Project activities funded by the Programme will be

elaborated and archived systematically in JS. These visuals will be used in preparation of publications,

promotional materials, videos, slide shows, posters etc.

JS, MA, NA

14 Video

A Programme video shall be produced to promote the Programme during the whole Programming period. The

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scenario of the video shall be decided among the Programme bodies. The video will have a long version (10-15

minutes) and a short version (up to 3 minutes).

Cartoon Animation

A cartoon animation shall be produced to promote the Programme in a colourful way.

The video and the animation will be played during major visibility events organised by the Programme or other

relevant institutions. They will also be broadcasted by the TVs during news/other shows informing about the

Programme, whenever applicable.

15 Slide Shows

Visual materials comprising of slideshows as well as motion visuals will be produced which will show the

achievements registered in the projects. These video clips will be prepared in-house and will be published on

the Programme website and other relevant visibility channels and will be displayed during relevant Programme

events and initiatives involving the Programme.

JS, MA, NA

Mass media activities/tools

16 Press releases

Press releases will be prepared and disseminated to local/regional/national media organisations. Press releases

will be available on the “media corner” on the Programme website. Contents of the releases will be published

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as announcements on the Programme website, visible on the homepage.

17 Press statements/conferences

Press conferences/statements will be made by the MA and the NA during Programme events when deemed

necessary. Depending on the scale of the event and the information, national and/or local media will be invited

to these press events.

MA, NA, JS

18 Visibility on Media (input and output)

Advertisements will be aired on TVs, radios and published on newspapers when necessary. Type and scale of

the advertisement (local, regional or national level) shall be decided per each case.

“Media Corner” on the website will be developed and enriched with contents.

Basic reader-friendly information regarding the Programme will be available for media organisations interested

in the Programme.

Storage of outputs: News published about the Programme will be followed up and stored on the website.

Articles by online channels will be linked.

Good relations will be maintained with local, regional and national press. Attention will be paid to deliver the

relevant information to the press in relevant scale and make sure as many articles as possible on the

programme are published.

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19 Promotional Materials

A wide range of promotional gifts / gadgets will be produced and distributed, primarily during public events.

The promotional gifts may include (but not limited to): pens, bags, folders, notebooks, calendars, bookmarks,

USBs, T-shirts, backpacks, post-it, stickers, etc.

Promotional banners and flags should be developed at the beginning of the programming period and be used for

visibility purposes during the Programme public events. The outdoor events may limit the possibility for using

of traditional props. In such cases, alternative visibility tactics can be applied, such as multimedia projections

of the visibility symbols, the use of special vinyl banners, etc.

JS, MA, NA

Communication Measures to support Programme Management Activities

20 Helpdesk

A Helpdesk in the form of “Virtual info desk” will be established within the JS when the call is launched. A

single e-mail account will be created (e.g. [email protected] or [email protected]) and potential

applicants/partners will be asked to direct their questions via this e-mail address. Specific principles will be

defined for functionality. Communication Officer within the JS will be responsible for regularly checking the

account and replying to e-mails as soon as possible, with support of JS, MA and NA experts.

JS, MA, NA

mailto:[email protected]:[email protected]


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21 Other management activities

Meetings

Official meetings (e.g. JMC, technical meetings) between the Programme management structures will be

organised.

Manuals and guidelines

Specific Programme manuals will be developed in order to assist the beneficiaries during the application and

the implementation processes. The manuals and guidelines will be created and distributed primarily in

electronic format, due to the fast evolving nature of the information presented. All relevant manuals should be

made available on the Programme web site, but can also be distributed through e-mail.

E-mails / mailing lists

Contact data will be collected on the programme website as well as at the Programme events such as

Information days and Partner Search Forums to be used for creation of specific mailing lists, as deemed

appropriate by the JS. Additional mailing lists will be made by the JS with the contacts of the Programme

beneficiaries. The beneficiaries will be notified by e-mail about the most important information regarding the

Programme issues. Frequent group e-mailing should be avoided in order to avoid the issue of spamming.

Official letters

Official letters will be used for a complementary formal type of communication, as deemed appropriate by the

MA, NA, JS


29



body

MA, NA and JS.

Phone calls / fax messages

Telephone calls and fax messages will be used as complementary form of communication with the beneficiaries

and other target groups, when and if deemed appropriate by the MA, NA and JS. JS will make a contacts

database including all the basic contact information for each project partners, under each Call for proposals.

The contact database will be distributed internally between the managing bodies and will be updated on a

regular basis.

22 Management Information System (MIS)

Management Information System will actively be used by the MA, NA, JS, and the other relevant institutions

and bodies. The system will include detailed information about all the projects, including: application form

information, supporting documents, project procurements plans, project progress reports, etc.

JS, MA, NA


30

3.3- Indicative Budget

In accordance with the Programme, all measures for the Communication Strategy

implementation are covered by Technical Assistance budget. For the Programme

period 2014-2020 the total TA budget amounts to EUR 2 964 290. The indicative

amount foreseen for implementation of the information and publicity measures is EUR

314 956.

3.4 – Implementation, Monitoring and Evaluation

The Managing Authority (MA) is responsible for the implementation of the

communication strategy at central level in coordination with NA. In line with Article

38 of the Regulation (EU) No 447/2014 and Article 49 of the Regulation (EU) No

1303/2013, MA must inform, on an annual basis, the European Commission on the

interventions implemented. In tasks referring to the information and publicity

activities the Managing Authority is assisted by the JS (particularly by the

Communication officer).

The Joint Monitoring Committee (JMC) will consider the Annual Implementation

Report which must contain a section on information and publicity. DG “Territorial

Cooperation Management” as Managing Authority will provide the JMC with

information on the quality and effectiveness of the publicity and information

measures, supported by suitable evidence. The strategy will be revised if necessary

and the revised version will be approved by the JMC.


31

INDICATORS

IN

RELATION

TO

MEASURE/ACTIVITY TIMING OUTPUT, RESULT and

IMPACT INDICATORS QUANTITY

Online

Tools

Web site functionality Continuously Number of web site visits min. 5000

per year

Partners’ search

facility

Permanently on the

web site and updated

when necessary

Number of new potential

PPs in the database

min 20 per

Call

Social Media Starting before the

first Call launch,

updated continuously

Number of social media

accounts opened

(For performance

measurement specific

indicators to be set within

the Social Media Concept)

3 accounts

(Face

book,

Twitter,

YouTube)

Publications

/ Info Tools

Brochure 1 per CfP

When all the projects

within a specific call go

under implementation

Number of copies of

brochures produced and

distributed

Min. 300

per Call

Flyer 1 per CfP

Before the call is

launched

Number of copies of flyers

produced and distributed

during “call info events”

Min. 500

per Call

Fact Sheets 1 per project

When adequate visuals

can be gathered from a

specific project

Number of fact sheets

edited and published

electronically

For each

funded

project


32

Newsletters Quarterly or semi-

annual

Number of Newsletters

prepared and published

electronically

Min 2 per

year

Events A

cti

vit

ies

for

pote

nti

al

benefi

cia

ries Info Days for

the potential

beneficiaries

2 per CfP

1 in BG + 1 in TR Number of

organizations/bodies

attending

min. 40 per

event

Partnership

Forums

1 per CfP min. 75 per

event

Workshop:

Training of

applicants

1 per CfP min. 30 per

event

Trainings for

beneficiaries

When deemed

necessary,

After completion of

grant awarding

procedures

Percentage of project

representation on all

trainings combined

85% of all

projects

funded

Trainings for

Programme staff

Continuously Number of the trainings

Programme staff have

taken

Min. 20 per

Programme

duration

European Cooperation

Day events

1 event per year, in

September

Number of participants in

local events

Min 50

Fairs/expositions, Continuously Number of

fairs/expositions

programme represented

Min 2 per

Programme

duration

Conferences Continuously Number of Conferences

organized/participated

Min 3 per

Programme

duration

Multimedia Elaboration of videos

and photographs

Continuously Number of photos and

videos elaborated

Min 100 per

year


33

Tools Editing photos:

preparation of slide

shows

First half of the

programme

Number of slideshows

elaborated

Min 2 per

Programme

duration

Editing videos:

preparation of

programme video and

animation

Second half of the

programme

Number of

videos/animations

elaborated

Min 1 per

Programme

duration

Mass media

activities/

tools

Press releases Before official events Number of press releases

published

min. 1 per

Call

Press conferences During major events

Number of press

conferences held

min. 2 for

the

duration of

the

Programme

Press Ads /

announcements

Continuously Number of press

advertisements published

min. 2 per

Call

Relations with local,

regional, national

press

Continuously Number of articles on the

Programme

Min. 10 per

Programme

duration

TV and Radio

Campaign

Continuously Number of radio and TV

announcements aired

Minimum 1

per country

for each

Call

Promotional

Materials

Promotional materials Continuously Number of materials

prepared and distributed

for Promotion of the

Programme

At least 2

tender

procedures

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